Introduction
In the fast-paced world of self-transportation, where every minute counts and each maneuver can cost lives, digital transformation has taken a significant leap. Motive, an AI-driven platform, is redefining safety, productivity, and operational costs in the transportation industry, both in Mexico and globally.
The Impact of AI on Transportation
AI in transportation extends beyond traditional analytics. Advanced systems, such as Motive’s AI Dashcam, enable real-time monitoring of drivers and their surroundings. Omar Camacho, Motive Latam’s General Manager, explained to El Economista: “We’re talking about cameras that observe driver behavior, detect signs of drowsiness like yawning or slackness in the neck, and act before a tragedy occurs.”
This technology can identify lane deviations, hazardous parking situations, and distractions like mobile phone use—all in milliseconds. The platform not only alerts the driver but also generates automatic reports and suggestions for continuous improvement.
Reducing Road Accidents
The World Health Organization has proposed an ambitious goal: reduce road accidents by 50% by 2030. In this context, technology applied to driving is not a luxury but a necessity. Camacho mentioned, “Mexico faces unique challenges: shortage of operators, inadequate infrastructure, and high security indices.”
According to the Mexican Institute of Transportation (IMT), there were 12,099 collisions in 2023, equivalent to 2,066 million pesos—a significant economic impact for companies. Camacho explained that Motive has reduced collisions by up to 80% and significantly improved driving habits in Mexico, directly affecting the lives of thousands and the profitability of hundreds of companies.
Beyond operational efficiency, there’s an emotional motivation behind the technological development: protecting human beings. “Motive has integrated functionalities such as monitoring the operator’s physical conditions and the ability to remotely immobilize a vehicle in risky situations. This technical capability becomes a strategic value when it comes to safeguarding the most valuable resource: people,” Camacho said.
AI Generative Models
Enrique Viana, Motive Mexico’s Director of Expansion and Operations, explained how AI generative models have revolutionized Motive’s platform: “We train our models with tens of thousands of real-life scenarios and combine them with high-risk simulated data to anticipate situations that might go unnoticed by humans.”
These models constantly self-improve based on data from vehicles in circulation: billions of kilometers driven, providing a robust database to fuel detection algorithms for fatigue, harsh braking, lane deviations, and other critical behaviors.
With the goal of facilitating on-road decision-making, Motive introduced its new AI Assistant. Viana explained: “No longer do you need to rely on calls or emails; the system tells you precisely what to do, when, and why.”
He added that this functionality will also apply to hazardous parking situations, alerting operators in high-risk areas and preventing collisions in real-time.
Moreover, Motive launched its Motive Analytics tool, designed to provide live dashboards and analysis without programming. This feature allows safety, operations, and finance teams to visualize trends, root causes, and directly link operational performance with financial results.
Preventing Fraud
Another critical area Motive has addressed with AI is fraud prevention. “Fraud with cards is estimated to generate losses of over 43 billion US dollars globally by 2025. Motive offers a protection guarantee of up to 250,000 US dollars per year for companies activating their AI-based controls,” Camacho described.
“The platform compares vehicle telematic data with Motive card data to automatically block suspicious transactions: if the truck is far from the station, if its tank is already full, or if there’s a more economical option nearby, the operation is rejected,” he said.
In a complex industry where fragmented systems increase costs and reduce visibility, Motive proposes a new concept: an integrated platform that automates processes, delivers actionable insights, and scales with each company’s growth.
Key Questions and Answers
- What is Motive? Motive is an AI-driven platform transforming safety, productivity, and operational costs in the transportation industry.
- How does Motive use AI? Motive uses advanced AI systems, such as the AI Dashcam and generative models, to monitor drivers in real-time, anticipate risks, and facilitate decision-making.
- What impact has Motive had on road accidents in Mexico? Motive has reduced collisions by up to 80% and improved driving habits, directly affecting thousands of lives and the profitability of numerous companies.
- How does Motive prevent fraud? Motive’s platform compares vehicle telematic data with card data to automatically block suspicious transactions, offering a protection guarantee of up to 250,000 US dollars per year for companies.
